Are you wondering how to create a direct mail marketing strategy that works? 

Are you debating on EDDM^® vs. Targeted Mail?

The good news is that both Every Door Direct Mail^® (EDDM) and Targeted Direct Mail offer numerous benefits. Each option has its pros and cons that we will share in this article.

Deciding between the two options depends on the type of information you have on hand as well as the short- and long-term goals of the mailing.

For plenty of businesses, it makes sense to send to every household surrounding your location because a huge number of households are interested in your business.

Think about bakeries, restaurants, health care providers, coffee shops, pet supplies, auto repair shops, gyms and many others. In fact, it's a common practice for businesses to "farm" a neighborhood — a tactic where they send repeated mailings to a neighborhood to raise awareness and provide special offers. EDDM is a great solution for this approach due to its low cost to high volume value.

On the other hand, if you sell specialized services, like a financial planner does, you will want to target a specific type of homeowner. For example, you can buy a list of addresses where the family has college-aged children and they may be looking for your advice. Targeted Direct Mail is a great solution because you can use demographic attributes to find your ideal audience. 

Some organizations use a combination of both to achieve their objectives. We've outlined the pros and cons of EDDM vs. Targeted Mail below.

Every Door Direct Mail (EDDM)

Every Door Direct Mail (EDDM) is a service offered by the United States Postal Service (USPS) that makes it easy to reach every home in the neighborhoods you select. You don't need to know the names or street addresses of your intended audience.

In today's technology-driven world, there are many myths about direct mail. "Direct mail is old-fashioned. Everyone hates 'junk' mail. You can't track the results. Mail is so expensive compared to digital advertising." 

Leveraging the best of both print and digital makes your marketing message heard repeatedly and more cost effectively. When combining print and digital marketing, customers and prospects see an ad in their mailbox, inbox and social media feed.

If you are asking yourself how to make sure your real estate marketing strategies move forward in 2024 and set you up for success, consider the following elements of an effective plan.

Cut through the digital clutter and put your brand on repeat. 

When sent out consistently, direct mail keeps your name top of mind. 

AMPlified Mail is the Official Affiliate of the United States Postal Service

Below are a few of our favorite direct marketing articles that we found on the USPS website. 

Direct Mail Tactics for Customer Loyalty

Direct mail is a powerful channel for retention marketing. Go beyond your tried and true methods—sending offers and discounts in the hopes of re-engaging your existing customers. Discover how to attract lost customers with a business reply card, your latest creative campaign and more.

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5 Myths About Millennials and Mail

There are many facts available on how to tap into millennials buying power. Digital marketing isn’t the only way to reach the up-and-coming generation. Discover how direct mail plays into the equation.   

Learn More >

6 Ways to Measure Direct Mail Success

Every marketing campaign gives a company the chance to learn and improve, and more importantly, find the tactics that spell out success. Today, companies employ a number of popular methods in order to measure and fine-turn their direct mail efforts. They include QR codes, activation codes, social media and more. Discover which options work best for you.

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Merging Social Media and Direct Mail

Social media and direct marketing exist in two different worlds, but together they stand to create an even more powerful marketing strategy. While data from social media is crucial for optimizing future social media campaigns, it can also be harnessed to enhance direct mail efforts by fine-tuning the messaging and target audience. Direct mail can similarly be used to enhance a social media campaign, by capturing consumer attention and directing an audience to a company’s online platforms. Working hand in hand, these two channels can boost the effectiveness of a campaign and create valuable insights.

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